Nike, Inc. is a global leader in athletic footwear, apparel, and equipment. Founded in 1964 as Blue Ribbon Sports, it became Nike, Inc. in 1971. The company is headquartered in Beaverton, Oregon, United States. Nike designs and markets innovative products for sports, fitness, and lifestyle. Its iconic Swoosh logo and “Just Do It” slogan are recognized worldwide. Nike operates in over 190 countries with a strong digital and retail presence. It partners with athletes and teams to promote performance and inspiration. Nike continues to invest in innovation, sustainability, and consumer experiences.
Nike sponsors elite athletes and teams across basketball, running, football, soccer, tennis, and other global sports. Its portfolio includes subsidiaries like Converse and Jordan Brand, expanding its influence in the athleticwear market. Nike operates through physical retail, digital platforms, and strategic wholesale partnerships. It continues to invest in sustainability, product innovation, and consumer-focused experiences. Nike’s mission is to bring inspiration and innovation to every athlete in the world.
Nike Fiscal Q4 2025
NIKE (NKE) posted fourth-quarter revenue of $11.1 billion, surpassing estimates of $10.72 billion. Earnings came in at $0.14 per share, also topping expectations of $0.11 per share.
Highlights:
- Fourth quarter revenues totaled $11.1 billion, marking a 12% drop on a reported basis and an 11% decline on a currency-neutral basis.
- NIKE Brand earned $10.8 billion in the fourth quarter, down 11% from last year, with sales dropping in all regions.
- NIKE Direct generated $4.4 billion in Q4, representing a 14% decrease both on a reported and currency-neutral basis.
- Wholesale revenues for Q4 reached $6.4 billion, down 9% on both reported and currency-neutral terms.
- The gross margin fell by 440 basis points in the fourth quarter, bringing it to 40.3%.
- Diluted earnings per share for Q4 came in at $0.14.
Nike’s Board Statement
Elliott Hill, President and CEO of NIKE, acknowledged that while the company’s financial results aligned with expectations, they still fell short of desired targets. He expressed optimism about future improvements driven by ongoing progress through the “Win Now” initiatives. As the company enters a new fiscal year, Hill emphasized a strategic shift called the “sport offense”, an effort to reorganize teams around core sports and energize the brand’s market positioning.
The sport offense initiative is designed to sharpen NIKE’s focus within key sports categories, develop a well-rounded product lineup, craft compelling brand narratives, and enhance the marketplace experience for consumers and partners alike.
Matthew Friend, Executive Vice President and Chief Financial Officer of NIKE, noted that the fourth quarter bore the brunt of the financial impact from the “Win Now” actions. However, he anticipated reduced headwinds going forward and conveyed strong confidence in NIKE’s ability to navigate the current challenging environment by maintaining discipline and executing its strategic priorities.
Impact of Earning on Stock
Nike’s fourth-quarter earnings beat expectations, with revenue hitting $11.1 billion and earnings per share at $0.14, both ahead of forecasts. This stronger-than-expected performance sparked a sharp rise in the stock, with shares jumping over 11% in extended U.S. trading and 9.2% in Frankfurt.
Despite a year-over-year stock decline of more than 34%, Nike is showing early signs of recovery through its “Win Now” strategy and sport-focused restructuring. The company is also easing its reliance on Chinese manufacturing to reduce tariff exposure, while gaining positive momentum from wholesale partners and new distribution efforts, including a partnership with Amazon.
